FCH - Dissertações de Mestrado / Master Dissertations
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Browsing FCH - Dissertações de Mestrado / Master Dissertations by Sustainable Development Goals (SDG) "12:Produção e Consumo Sustentáveis"
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- Alinhamento entre os valores do programa "Dois Às 10" da TVI e a sua perceção públicaPublication . Santos, Ana Beatriz Dias; Tavares, Patrícia Isabel Ramos Pego NunesO principal objetivo deste estudo é compreender se existe congruência entre os valores que regem o programa de entretenimento “Dois às 10” da TVI e a sua perceção por parte do consumidor. Definiu-se a seguinte pergunta de partida “Existe congruência entre os valores defendidos pelo programa e a sua perceção por parte dos espectadores?”. Este relatório apoia-se numa abordagem de métodos mistos através da realização de entrevistas e inquérito por questionário. Foram definidos objetivos para aferir se os consumidores do programa “Dois às 10” reconhecem os valores que regem o programa; e se os valores que regem o programa “Dois às 10” influenciam a escolha de visionamento dos consumidores. Foi possível apurar que as variáveis referidas não só foram positivamente percecionadas pelos consumidores da marca, como a identificação dos valores por parte dos consumidores pode ser um fator de diferenciação de programas concorrentes.
- Analysis the influence factors of influencer on tourist's cognitive styles loyalty and satisfaction : a case study of MacauPublication . Liu, Xinyu; Duarte, António Alexandre de OliveiraThe study examines the new communication mode of influencers on social medias networks, focusing on the various mechanisms and boundary conditions on social media platforms that impact cognitive style, customer loyalty, and customer satisfaction among Macau tourists. For example, influence communication can effectively attract tourists' interest through short videos, live broadcasts and blogs. These interesting contents and useful topics induce tourists' cognitive styles, such as high-value travel experiences, convenient tips, useful shortcuts, or preferential promotions and discounts, so that tourists are willing to follow, which leads to increased customer loyalty and satisfactory consumption results. The three main influencing factors provides an effective and new theoretical reference for the sustainable development of communication, marketing and advertising. The paper establishes a mediation model based on the three influencing relationships, and Macau tourism as a case study for collect data and measure variables through questionnaire survey. The following conclusions have been reached: 1) The changes in cognitive style exert a significant positive influenced to customer satisfaction; 2) Customer loyalty plays a mediated effective between cognitive style and customer satisfaction, and cognitive style positively influenced customer satisfaction by enhancing customer loyalty; 3) The power of influence’s communication is mediated by the effective between cognitive style, customer loyalty and satisfaction. The influence’s communication plays an adjustment role between cognitive style customer loyalty and satisfaction. The changes of cognitive style are positive affected to the connection between customer loyalty and satisfaction.
- Analyzing the effects of safe and natural ingredient claims on brand reputation in clean beauty branding : the case study of BenamôrPublication . Moulineau, Pauline Joanna Julie Marie; Tavares, Patrícia Isabel Ramos Pego NunesIn recent years, a new trend has emerged in the cosmetics industry: the “clean beauty” movement. Faced with a growing awareness of the health risks associated with certain hazardous substances and the negative impact of this industry on the environment, consumers are now turning to safer, more natural products, prompting companies to adapt to this evolution. It is therefore legitimate to question the real impact of this transformation on the reputation of these companies. This research aims to determine whether natural and safe ingredient claims influence the reputation of cosmetic brands, particularly in the context of clean beauty. While current literature focuses mainly on general aspects such as transparency and trust in eco-friendly brands, this study specifically explores the impact of such claims on brand reputation, focusing on the Portuguese brand Benamôr 1925. The aim is to study Benamôr employees' perspectives on these ingredients and evaluate their influence on brand reputation for consumers. This research was conducted through both qualitative and quantitative research. First, individual interviews with 6 employees of the Benamôr 1925 brand revealed their motivations and impressions behind the use of the natural and safe ingredient claims on their products. Subsequently, it analyzed the opinion of 34 consumers, based on a questionnaire sent in order to get insights on consumer’s perception of the brand's reputation in relation to the natural and safe ingredient claims. Findings suggest that Benamôr 1925’s emphasis on safe and natural ingredients is vital for its strong reputation in the clean beauty sector. Both employees and consumers value the brand's transparency, educational content, and ethical practices. This commitment fosters significant trust and loyalty among consumers.
- Attitudes and behaviors of consumers towards sustainable fashion in the digital era : a social commerce perspective with the Tiktok shop casePublication . Castanheira, Patrícia Lopes; Tavares, Patrícia Isabel Ramos Pego NunesThis study investigates how Digital Transformation, particular TikTok Shop, influences consumer attitudes and behaviors toward sustainable fashion. The fashion industry, especially fast fashion, is known to be one of the most polluting industries, but due to increased environmental awareness, fashion brands are beginning to adopt more sustainable practices. However, there is a gap between consumers' intentions and their attitudes, known as the Attitude-Behavior Gap. The importance of this study lies in understanding how emerging digital platforms impact this phenomenon as they can, offer valuable insights for fashion brands seeking to align their strategies with the growing demand for sustainability. This dissertation's research question is, “How does Social Commerce influence attitudes and consumer behaviors toward adopting sustainable fashion?” Its main objectives are to examine consumer perceptions of sustainability in the fashion industry and to understand how Digital Transformation influences consumers’ intentions and behavior towards sustainable fashion, namely in the case of social commerce, particularly considering the TikTok Shop platform. This study is based on the Theory of Planned Behavior, which explains the relationship between social norms, attitudes, and perceived control over action. In addition, the analysis of the literature review addresses the “Attitude-Behavior Gap”, consumer preferences for sustainable fashion, and the obstacles brands face in bridging this gap in the digital age. The study also investigates the role of e-commerce platforms, such as TikTok Shop, which help to rapidly advertise trends, including sustainable fashion. The study used a qualitative approach based on semi-structured interviews with 15 participants, investigating their attitudes towards sustainable fashion and the influence of digital platforms on their perceptions. The results revealed that even with consumers' increased concern for sustainability, a preference for fast fashion persists, driven by aspects such as price and convenience. However, TikTok Shop proved to be a tool that could contribute to raising awareness, influence consumers to adopt more sustainable fashion, and provide a chance for sustainable brands to reach a wider audience, it can also stimulate excessive consumption and, going against the principles of sustainable fashion. This results in a need for companies to focus on genuine and clear strategies to educate consumers and foster a stronger connection between sustainable purchasing intentions and attitudes.
- Branding and consumer behavior : a study of purchase intent and food healthiness perceptionPublication . Caon, Sara; Duarte, António Alexandre de OliveiraThis internship report looks at how consumer behavior and purchase intent for sustainable products, including glass jars, are affected by social media techniques, particularly on Instagram. The experience acquired during an internship at PearlJars, a lifestyle company that promotes environmentally friendly glassware alternatives, is the main topic of the paper. Developing and managing social media material, coming up with marketing plans, and examining statistics related to user engagement such as likes, comments, and saves were all part of the internship. These strategies were seeking to build consumer loyalty and raise brand awareness, especially for products with a sustainability focus. This study investigates the influence of consumer engagement and purchase intent on posts related to four content themes: product features, sustainability, recipes, and health. Additionally, this research wants to examine the use of green marketing strategies and how well they impact consumers' opinions on products that are environmentally friendly. This experience provided valuable insights into the impact of social media on branding and consumer behavior, improving the understanding of digital marketing's role in promoting sustainability.
- The communication and perception of sustainability in the healthcare industry in France through social media : a case study of the Aboca brandPublication . Merendell, Irene; Fernandes, Anna Carolina Boechat ChavesThe current internship report is a result of a curricular internship at Aboca. This research aimed to analyze the sustainability communication strategies used by Aboca and its main competitors on social media, and also to measure the impact of these strategies on consumer engagement and perception. The relevance of this problem is linked to the fact that sustainability has become an important issue among consumers and professionals, but it is still not so deeply studied and through a social media communication perspective. For the aim of the study a mixed approach was used combining both qualitative and quantitative methods. The qualitative methodology guided the majority of the analysis and consisted in a descriptive, comparative, and thematic analysis of the contents published on social media by Aboca and its main competitors. Results showed that having different social media accounts represents a competitive advantage for brands, promoting a higher engagement rate than competitors. Also, the use of videos (e.g. Reels on Instagram) are associated with a higher number of likes than images. The combination of informational, emotional, and promotional tones, in particular the use of the emotional one, seems to represent a competitive advantage. It became clear that the frequency of sustainability messages published by Aboca on social media is higher than its competitors. Regarding the tone, Aboca employs an informational and promotional tone for its messages, generally aligned with the tone of competitors, but less emotional. Concerning the type of sustainable content, Aboca publishes mostly images which deal with not wasting water and generally promoting the reduction of the environmental footprint through good practices. Also, the engagement level of sustainability-related posts from Aboca is lower than the one of its competitors. Despite the fact that sustainability seems to be a competitive advantage, once there is more engagement in these posts than the other ones, sustainability is not enough to be an advantage for Aboca in terms of engagement. Indeed, other factors seem more relevant, such as the number of social media platforms, and number of followers, for example.
- Corporate communication and community engagement strategies : a multi-case study in the copper mining industries in the north of ChilePublication . Hernández, Javier Felipe Muñoz; Tavares, Sandra Isabel BorgesCopper mining is a crucial industry for the Chilean economy, but its high levels of extraction and industrial activity create numerous external impacts, which can lead to conflicts with nearby communities (Schorr, 2018). Community engagement and the use of strategic communication are approaches that enable the establishment of key moments of dialogue between communities and companies. This in turn facilitates the consensus of development models that can make mining an activity compatible with the demands of its stakeholders. This study explores how Chilean mining companies and local communities engage with each other, focusing on the role played by strategic communication in this process. It highlights the importance of dialogue and two-way communication in fostering community involvement. Furthermore, the study aims to understand the opinions of community engagement professionals regarding the effectiveness of current programs, as well as the perspectives of community leaders on the engagement strategies being implemented. With these objectives in mind, the research questions that guided the study were as follows: 1) What community engagement strategies do mining companies in Chile use, and what role does strategic communication play in these strategies? 2) How do key community stakeholders and professionals involved in managing the community-company relationship assess the effectiveness of these strategies, and what challenges do they face in their implementation? By drawing upon a qualitative methodological approach, semi-structured interviews were conducted with professionals from the mining sector who are in charge of creating and implementing community engagement plans. Community leaders were also interviewed for this study in order to ascertain their evaluation and views of these plans. After the data collection process, the interviews were analyzed using content analysis. The results show that the companies in this study are inclined to implement transformative strategies that include communities in the final decision-making and in the co-management of social development programs. However, transactional approaches (Bowen et al., 2010) and the 3 prevailing perception of communities as a risk for the industry are still present in the discourse of the mining companies' participants. The same result was noted in the responses of community leaders, whose discourses strongly permeates the concept of Social License to Operate (SLO) as an element that gives relevance to the power of their consent over mining projects. The participant’s responses also indicates that strategic communication plays a relevant role in facilitating the dialogue between communities and companies. This is clearly expressed in the creation of specific communication channels that allow the diffusion of different key messages in a focused manner. Both groups of participants emphasized that holding public consultation activities and face-to-face meetings was crucial for reaching agreements, building mutual trust, and advancing joint projects. The conclusions of this study may help identify the most effective practices that enable communities and mining companies to seek common understanding and involve communities in the development of mining in Chile and other regions. Additionally, it can contribute to the study of strategic communication and its ability to influence stakeholders, supporting the achievement of strategic objectives that are crucial for companies.
- Os drivers da autenticidade da marca segundo a geração Z em Portugal : um estudo exploratório da comunicação digital da Fenty BeautyPublication . Eleutério, Ana Filipa Nobre; Fernandes, Anna Carolina Boechat ChavesA presente dissertação investigou os elementos das redes sociais da marca Fenty Beauty que conduzem à perceção do valor da autenticidade da marca por parte dos consumidores da Geração Z em Portugal. Através de uma abordagem quantitativa, concretizada pela aplicação de um questionário, foram definidos dois objetivos principais, correspondentes às questões de investigação: 1) Compreender de que forma o tipo de conteúdos digitais nas redes sociais da Fenty Beauty contribui para a definição da marca enquanto autêntica por parte dos consumidores, em especial pela Geração Z em Portugal; e 2) Aferir os elementos que levam os consumidores da Geração Z em Portugal a percecionar autenticidade da marca Fenty Beauty. Através da implementação de uma metodologia quantitativa, concretizada através de um inquérito tendo como base o modelo ADO (Antecedentes, Decisões, Vantagens Competitivas) de Paul e Benito (2018) adaptado por Södergren (2021), bem como as pesquisas de Yang et al. (2021) e Battisti & Dalvit (2023), concluiu-se que os conteúdos digitais da Fenty Beauty nas redes sociais exercem um impacto significativo na perceção de autenticidade da marca por parte da Geração Z em Portugal. O facto de a autenticidade da marca ser reconhecida positivamente pela amostra deve-se sobretudo à estratégia de promoção de conteúdo gerado por utilizadores com padrões reiais, incluindo influenciadores digitais, aliada à ênfase na diversidade de corpos, tons de pele, etnias, géneros e culturas, assim como à inclusão de causas sociais, como o movimento LGBTQIA+, a positividade corporal, a igualdade racial e o feminismo. Ficou ainda evidenciado que os elementos que conduzem à autenticidade da Fenty Beauty segundo os consumidores portugueses da Geração Z são, em termos de características da marca, a originalidade, a honestidade, sinceridade, singularidade, longevidade, responsabilidade, fidelidade às origens e valores, qualidade, confiança, criatividade, consistência no estilo e a imagem da cantora Rihanna associada à marca. No que diz respeito à comunicação da marca, a autenticidade é construída mediante uma comunicação consistente, clara, que crie conexões com o consumidor, promova encantamento, possua um impacto cultural e utilize embaixadores da marca adequados. Acerca das práticas da marca, a autenticidade está relacionada com práticas comerciais menos agressivas, sustentabilidade, IV ativismo, métodos de produção distintos, a criação de um sentimento de escassez da oferta e uma forte presença no mercado. Os resultados indicam, assim, que a autenticidade da marca denota um processo complexo, onde múltiplos fatores contribuem para que a mesma seja vista como autêntica por parte dos consumidores.
- A ética e a responsabilidade social das marcas de cosmética : a perceção da geração Z nas redes sociaisPublication . Amado, Maria Francisca Vieira de Assunção Tenreiro; Ilharco, Fernando Albano Maia de MagalhãesA revolução digital tem impulsionado uma transformação significativa na forma como as marcas comunicam com o seu público, tornando a comunicação mais dinâmica, interativa e personalizada. Esta mudança é particularmente evidente no setor da cosmética, onde as empresas recorrem a estratégias digitais para se aproximarem dos consumidores. Paralelamente, cresce a importância de comunicar de forma clara valores éticos e de responsabilidade social. Os consumidores, em particular a Geração Z, demonstram crescente sensibilidade e exigência relativamente a estes temas. Assim, a comunicação digital está a tornar-se não só numa ferramenta de personalização, mas também num meio crucial para fortalecer a confiança e a identificação do público jovem com as marcas. Esta investigação foi orientada pela seguinte questão: Qual a perceção da Geração Z sobre a ética e a responsabilidade social das marcas de beleza e cosmética nas redes sociais? A investigação seguiu uma metodologia empírica mista. Num primeiro momento, recorreu-se ao método quantitativo para recolha de dados primários, por meio da aplicação de um questionário dirigido aos consumidores portugueses da geração em estudo, do qual resultou uma amostra de 101 consumidores. Posteriormente, levou-se a cabo uma abordagem qualitativa através da análise da presença nas redes sociais de quatro marcas de cosmética presentes em Portugal. Os principais resultados mostraram que a Geração Z perceciona de forma positiva a comunicação das práticas éticas e de responsabilidade social das marcas de cosmética nas redes sociais, mas que o seu envolvimento é algo seletivo. Sendo que, o uso de influenciadores, mais eficaz para alcançar este público, ainda não promove discussões profundas sobre estas temáticas.
- Facing greenwashing accusations in fast fashion : how H&M group and Inditex communicate their commitmentsPublication . Minelli, Laura; Fernandes, Anna Carolina Boechat ChavesThis research aimed to verify companies’ main communication strategies to deal with greenwashing accusations. To this extent, the methodology used was exploratory and qualitative. The primary objective of the thesis was to gain a deeper understanding of the challenges and opportunities associated with sustainable corporate practices in today’s business environment. By using content and comparative analysis, this study aimed to understand the relationship between corporate communication and greenwashing. The study analyses corporate communication, social responsibility, sustainability and greenwashing using online data from selected brands between 2019 and 2023. Sources include annual reports, official statements, corporate website announcements and sustainability reports. The analysed data showed that the corporate communication strategies used by H&M Group and Inditex to face greenwashing are focused on three main pillars: transparency, responsibility and circularity. In other words, these topics are used as a basis to avoid communication failures between its main stakeholders. There was also a clear balance between commitments and strategies to address the environmental, social and economic impacts of both parties, as well as an understanding of the need for innovation-driven evolution in the fashion business, collaboration and long-term goals. The transparency pillar reveals that Inditex and H&M Group emphasize how crucial it is to provide transparent, easily readable information about their performance and sustainability guidelines. However, there are differences between the two companies in how they approach this issue: while Inditex gives a high priority to openness, emphasizing governance frameworks, comprehensive reporting requirements and policy updates, the H&M Group emphasizes open communication with stakeholders and includes detailed progress updates, external audits and evaluations. The pillar of responsibility indicates that Inditex offers distinct commitments and scientific consistency, while the H&M Group emphasizes transformation. However, both companies have committed to achieving net zero carbon emissions by 2040, which is in line with international climate targets of keeping warming at 1.5°C (IPCC, 2015). The coordinated efforts highlight an understanding of the pressing need to address climate change and the need for structural transformation in the fashion sector. The circularity pillar shows that both companies highlight the importance of moving to a circular business model. The circular model is emphasized by H&M through its creative methods of sustainable design and materials. The company is committed to reducing its reliance on virgin materials and integrating circular design into products. Inditex, on the other hand, incorporates circularity into its commercial operations. The launch of Zara Pre-Owned is part of the company’s reported effort towards sustainability. However, both institutions are criticized for the lack of transparency regarding the management of clothing collected through their reuse programs and for the increase in production volumes. Both initiatives are part of its circular programs. In relation to their communication channels, Inditex and H&M Group present sustainability topics on their websites and reports, but the documents offer more specific techniques and information, while the sites focus on consumer awareness and stakeholder engagement. Regarding greenwashing, transparent collaboration and communication with stakeholders allow H&M Group and Inditex to share knowledge and develop innovative solutions that are crucial to tackle climate change, the management of resources and social responsibility, thus reinforcing a greater impact. The qualitative data indicated that a clear, efficient and comparable measurement technique is missing in the strategies of both companies. Especially for Inditex, the provision of information and transparency were considered insufficient.
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